Karen Feldman
New York,NY
Summary
Proven executive leader with 20+ year record of success in leading high performing marketing teams and delivering on growth strategies. Results-focused senior-level executive with proven ability to quickly assess complex situations, lead growth strategies and large transformation efforts. History of developing effective data-driven marketing strategies with an emphasis on agile approaches and experimentation. Works effectively across organizations, building strong relationships with peers, senior executives and clients.
Overview
31
31
years of professional experience
Work History
Project Manager
WESTEND NEW MEDIA
01.2000
- Recruited as one of first consultants at start-up digital strategy consulting firm focused on entertainment and media
- Clients included: Marvel, Register.com, Cahners Publishing, Time.com, and Scholastic
- Accountabilities included: growth strategies, new business development and business planning
- Played key role in company’s rapid growth to $2M annually within 1 year.
Senior Managing Consultant, Communications Business Strategy Practice
IBM GLOBAL BUSINESS SERVICES
01.1998
- Supported the sales and delivery of business strategy engagements for entertainment, media and telecommunications companies
- Areas of focus included: growth strategies, new business development, new products/services development, market and competitor analyses, customer segmentation and channel strategy, competitive pricing strategies, and market-entry strategies.
Manager, New Cardmember Marketing
AMERICAN EXPRESS TRAVEL RELATED SERVICES
01.1997
- Developed campaigns that drove a 25% increase in card usage by new members, and a 10% improvement in new cardmember retention
- Initiatives included website design for new card members, redesign of welcome packages and promotional strategy, and creation of customer segmentation scheme based on analysis of card usage.
CMO
IBM Consulting
04.2022 - Current
- Streamlined marketing processes for improved efficiency and cost savings.
- Implemented data-driven decision-making processes to guide marketing initiatives and allocate resources efficiently.
- Expanded market share with targeted advertising campaigns and product positioning.
- Achieved stronger brand identity consistency across all platforms through meticulous oversight of creative design elements.
- Managed budgets effectively while maintaining high-quality output from internal teams as well as external agencies.
- Increased brand visibility by developing and implementing comprehensive marketing strategies.
- Optimized digital presence, enhancing website design and improving search engine rankings.
Vice President, Performance Marketing
IBM Performance Marketing and Analytics
01.2019 - Current
- Oversee demand generation strategy and execution for IBM with emphasis on applying data-driven insights and analytics to design, build and execute transformational programs to accelerate growth and maximize ROI.
Vice President, Market Development & Insights
IBM Market Development & Insights
01.2016 - 01.2019
- Oversaw a global team of ~50 who provide market insights and advisory services across IBM Business Units
- Ran key programs for IBM, including competitive intelligence, win/loss research, and portfolio management and optimization.
Director, Market Analytics
IBM Market Development & Insights
01.2015 - 01.2016
- Oversaw a team of 50 individuals who provide deep analytics for IBM around market segmentation and sizing, new market opportunities and businesses for focus
- Partnered closely with Corporate Strategy and Corporate Development to support key growth strategy decisions.
Director, Global Strategy and Sales Transformation
IBM Global Sales & Distribution
01.2011 - 01.2015
- Led the strategic planning efforts, solutions portfolio strategy development, and integrated sales coverage strategy for IBM
- Areas of focus included: strategic planning, client segmentation and go to market strategy development, portfolio management, strategic analyses and cross-functional program management.
Global Communications Sector Lead
IBM INSTITUTE FOR BUSINESS VALUE
01.2008 - 01.2011
- Oversaw teams and budgets to develop unique analyses on the future of the media and entertainment business, while also maintaining client business development and internal leadership responsibilities
- Areas of focus included: digital content monetization strategies, mobile and multi-platform distribution strategies, digital advertising, reaching the digital consumer, and appropriate capability requirements.
PRICEWATERHOUSECOOPERS (PWC) CONSULTING
01.1998 - 01.2000
Marketing Analyst
CIRCUIT CITY STORES INC.
01.1994 - 01.1996
- Managed media planning and buying for 25 markets with combined budgets exceeding $40 million, including advertising plan for 1996 summer Olympics
- Conducted company’s first comprehensive competitive pricing strategy, resulting in immediate pricing changes and new process for nationwide ongoing tracking.
Education
MBA - Marketing
New York University, Stern School of Business
01.1998
BBA - Emory University, Roberto C. Goizueta Business School
01.1994
Skills
- Digital marketing
- Performance marketing
- Growth/Marketing strategies
- Market insights
- Customer segmentation
- Business Plan Development
- Thought Leadership
- Data-driven analytics
- Customer experience/NPS
Timeline
CMO
IBM Consulting
04.2022 - Current
Vice President, Performance Marketing
IBM Performance Marketing and Analytics
01.2019 - Current
Vice President, Market Development & Insights
IBM Market Development & Insights
01.2016 - 01.2019
Director, Market Analytics
IBM Market Development & Insights
01.2015 - 01.2016
Director, Global Strategy and Sales Transformation
IBM Global Sales & Distribution
01.2011 - 01.2015
Global Communications Sector Lead
IBM INSTITUTE FOR BUSINESS VALUE
01.2008 - 01.2011
Project Manager
WESTEND NEW MEDIA
01.2000
Senior Managing Consultant, Communications Business Strategy Practice
IBM GLOBAL BUSINESS SERVICES
01.1998
PRICEWATERHOUSECOOPERS (PWC) CONSULTING
01.1998 - 01.2000
Manager, New Cardmember Marketing
AMERICAN EXPRESS TRAVEL RELATED SERVICES
01.1997
Marketing Analyst
CIRCUIT CITY STORES INC.
01.1994 - 01.1996
MBA - Marketing
New York University, Stern School of Business
BBA - Emory University, Roberto C. Goizueta Business School
Similar Profiles
TARA CLARKTARA CLARK
Store Manager at Westend RV RepairsStore Manager at Westend RV Repairs
Parth PatelParth Patel
Shift Leader at Westend ConvenienceShift Leader at Westend Convenience
Ryan RhodeRyan Rhode
Supervisor at Westend ConstructionSupervisor at Westend Construction
Armin De GoorteArmin De Goorte
CREATOR at Global Teach, Inc.CREATOR at Global Teach, Inc.
Baron WatsonBaron Watson
Sales Development Representative at The Trade DeskSales Development Representative at The Trade Desk